P&G to launch orange-based Flash range

Procter & Gamble (P&G) is to launch an orange-based cleaning range under its market-leading Flash brand in an attempt to control the nascent market for natural cleaning products.

Available from mid-August, Flash Orange will be introduced in wipes, sprays and liquids. P&G will support the launch with a &£5m advertising campaign, expected to break in September. Grey Worldwide handles advertising for the company, with media buying by ZenithOptimedia.

The new line is based on the natural degreasing properties of citrus orange oil, a concept that was pioneered by SC Johnson’s Mr Muscle Orange Action last summer (MW June 27, 2002). Orange Glo launched its range of cleaning sprays, polishes and stain removers earlier this year (MW February 12).

An industry source says that P&G is confident it will dominate the orange cleaner market. He adds: “I feel sorry for SC Johnson and Orange Glo, which created the category. Now P&G comes in with a copy-cat brand and masses of cash to drive out the smaller players again.”

This is not the first time that P&G has followed SC Johnson. Flash Express wet floor cleaner was launched at the beginning of 2002 to compete with the Mr Muscle version.

Flash is the UK’s most popular household cleaning product, holding 23 per cent of the &£233m household cleaning goods market in the 12 months to August 2002, according to Taylor Nelson Sofres Superpanel. Mr Muscle accounts for about ten per cent of the market.